Reaching the Right Customers with the Right Messages and KPIs

In today’s competitive landscape, effective marketing requires a data-driven approach to reach the right customers with the right messages. Understanding customer needs, tailoring messaging, and measuring success are critical components of an impactful strategy. Miles Jervis-Denison, European Business Lead and Nico Simplicio, PhD, SVP User Experience Research explore how leveraging data insights, customer segmentation, omnichannel strategies, and innovative solutions can drive meaningful engagement and measurable outcomes.

Data-Driven Decision Making

A successful marketing strategy begins with a deep understanding of client stakeholders—their challenges, professional environments, and key objectives. The first step is identifying the right problem to solve. This requires thorough user research using methodologies such as desk research, surveys, social listening, advisory boards, and interviews. By gathering and analyzing these insights, businesses can refine their messaging approach and ensure alignment with stakeholder needs.

Customer Segmentation and Journey Mapping

Effective audience segmentation is essential to delivering relevant messages. Stakeholders are categorized based on the challenges they face and their alignment with organizational objectives. Once segmented, key touchpoints are identified to engage them at different stages of their journey. Moving stakeholders along the ladder of understanding and adoption requires a strategic approach that ensures the right message reaches the right audience at the right time.

Omnichannel Strategy

Omnichannel engagement does not mean being present on all channels but rather creating a connected experience for users. The choice of channels and how they are linked depends on user preferences and business objectives. While omnichannel strategies enhance user experience, multichannel approaches remain valuable. The extent of an omnichannel strategy often depends on a client’s technical capabilities and infrastructure.
Message Tailoring

Tailoring messaging to different customer segments is crucial for maximizing impact and relevance. Subject matter experts use data-driven insights to craft messages that guide healthcare professionals (HCPs) along their journey. The goal is to deliver precise information at the right time to foster understanding and adoption.

Innovation in Messaging

Innovation should always serve a purpose—it must resonate with the audience and enhance communication effectiveness. The best innovations make people think, “That’s a great idea!” To achieve this, we draw inspiration from industries beyond pharma, blending creativity with evidence-based science to craft compelling messages.

Case Study: Impactful Targeted Messaging

One example of effective messaging is the “Hands-On” campaign, which included post-event surveys demonstrating sustained changes in practice. This approach underscored the power of data-driven, targeted communication in influencing real-world outcomes.

Establishing a Measurement Plan and KPIs

Measurement should be an integral part of any project from the outset. Working closely with clients, we define clear objectives and establish criteria for success. If an objective cannot be measured, it remains a wish rather than a goal.

KPI Selection

We categorize KPIs into three equally important groups:

• Performance KPIs: Measuring execution effectiveness.
• Outcome KPIs: Assessing the impact of messaging on behavior and understanding.
• Impact KPIs: Evaluating long-term influence and strategic success.

Understanding not only whether objectives were met but also why and how enables continuous improvement in future campaigns.

Emerging Trends and Technologies

Artificial intelligence, modeling, and predictive analytics will play a leading role in shaping the future of targeted messaging. In a paradoxical way, advanced technology will enable truly personalized content and create a more human, individualized experience for HCPs. By harnessing AI-driven insights, businesses can refine engagement strategies and enhance the overall customer journey.

The key to effective marketing lies in a strategic, data-driven approach that prioritizes customer understanding, segmentation, and personalized messaging. By leveraging innovation and robust measurement frameworks, businesses can optimize engagement, drive meaningful outcomes, and stay ahead in an evolving digital landscape.